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Happiness Management and Social Marketing: A wave of sustainability and creativity

Edited By Rafael Ravina Ripoll, Luis Bayardo Tobar Pesántez, Araceli Galiano Coronil and José Marchena Dominguez

In these moments of health crisis, happiness management and social marketing are not teaching that it is possible to build a more committed, innovative and productive society. To achieve this end, countries and organizations must undertake a wave of human resource policies and actions that stimulate individuals’ happiness and creativity. In this way, a new economy can emerge that holistically promotes social welfare, equality, and talent.

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The resources of the NGDO in Spain and volunteering. A reflection from the social marketing perspective

Araceli Galiano-Coronil


Abstract Spain is currently in a socio-economic situation that is characterized because a significant percentage of its population is unemployed or in a high risk of poverty. From that angle, non-governmental development organization must obtain funding that is meant for more vulnerable groups. However, the shortage of existing public resources has made them seek alternative sources like the ones that come from the private sector. In this context, the current chapter intends to contribute to the debate and reflection on the purpose of the obtained resources by the NGDO, and what the social marketing can add accordingly. With this sense, some discrepancy has been noticed between the action fields of the cited organizations and the three mayor subjects of concern for the Spanish which are social inequality, hunger, and welfare of the senior citizens. There also exists some differences with the areas in which the volunteer cooperates since the international cooperation for development is not the most requested but the social one. The information about the financing that is allocated to the action fields, and the most demanded areas for the volunteers, along with the motivation and complications to perform solidary work comprises an essential starting point in social marketing because it establishes the basis to develop solidary initiative actions in the correct direction, with offers that motivate people to cooperate and minimize barriers (such as time and information) in said cooperation process.

Keywords: NGDOsocial marketingvolunteering

Non-profitable organizations, or non-governmental development organizations (ONDG), conduct numerous initiatives...

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